Monthly Archives: September 2020

How to use Instagram stories to boost your engagement

Did you know that 79% of the time, people tap through Instagram stories before scrolling through their home feed? If you’ve been following my content, you’ll know why I share so much of my life through Instagram Stories. Because they work, period.  They’re an effective way to capture an audience, boost engagement, and convert. So how can you make them work for you and your brand?

Instagram Stories are outlets to show off your brand personality — the side of you that people really connect to. So don’t aim for perfection. Be authentic instead. Use those moments to repeat content, re-engage, and remind your audience without over-saturating your feed with the same posts.

Here are my top eight tips for using Instagram Stories to boost your engagement.

*Don’t feel like reading? Watch the video!*

Set your goals

Setting goals for your IG Stories will give you a game plan and help you commit to posting consistently. What are your priorities are for each post? Sometimes it’s to drive direct conversion, and others, it might be to tell a brand story or show off your personality.

No matter what kind of content you’re putting out, make sure it’s backed with a crystal clear strategy.

Start now — they don’t have to be perfect

It’s time to show up for those goals and do them! They don’t have to be movie-production quality. They just need to be engaging and speak to your unique audience. It might feel like a slow or awkward start, but the more often you post, the more natural it’ll get.  

Make it easy on yourself by setting up a content calendar that outlines which Stories are going live on which days. Then, fill in the blanks with on-the-go Stories that make sense for your brand. Keep an eye out for shareable moments that’ll pop up naturally as you go about your day.

Be conscious of your brand aesthetic and voice

Show up online the same way you would in a meeting, on your website copy, in emails, and in all of your assets. Remember, every piece of your branding is connected. So while it might seem like a small detail, how you speak in your Stories ties into how you present yourself. Communicate with your audience in a way that’s relatable and understandable for them.

The good news is, Instagram has upped their game on customization — so you can make your Stories your own, and make your brand stand out. Play with fonts and colours to find the best fit for your brand. Then, stick with that typography and colour story.  

Use the in-app features

Instagram is constantly rolling out new features to help you engage your audience. Try to use as many as possible! Not only will Instagram love you for it and boost your engagement, but it keeps things fresh.

Features like Questions and Polls can be used in a practical way to get feedback from your following. Wondering how your audience feels about your new product? Use Questions and ask them directly!

Add media

Things like GIFs, Stickers, and Music are all there to make your Stories unique and engaging. Play with media and drop in elements that make sense for your brand personality.  

Engage with DMs and sticker replies

As you use Stories more often, you’ll start getting replies and direct messages from your audience. This is exactly what we want! More engagement, more conversations, and more chances to have a two-way conversation. As I always say, Instagram is a SOCIAL media platform. So get social and keep that conversation going. Always engage back with people who write to you — and as you do, don’t forget to speak in your brand voice (read tip #3 for a refresher).  

Maintain a variety of content

Keep a rotation of different kinds of content to keep things interesting. The last thing we want is for our audience to eye roll after posting the same thing for the millionth time.

Test different forms of content like straight to camera, product shots, or showing off the talented members of your team. 

Post your feed posts to Stories in a conversational way

After posting on your feed, go ahead and share it on your Stories. Not only will it spark conversations with your audience, but it also boosts your algorithm. Check out my Instagram 101 blog post for a deeper overview of this. 

Are Instagram Stories part of your content calendar? Let me know which of these strategies work best for you!

How to feel confident on camera

Watching and hearing yourself on camera can be an awkward experience to say the least. The overanalyzing, picking at small details, cringing at the sound of your own voice… We totally get it. Speaking to a camera can be uncomfortable. But we also know audiences are looking to connect with brands that are real and human. Video is one of the best ways to break down that digital barrier, tell your story in your own words, and ultimately connect with your audience. But feeling confident on video takes practice.

Let’s talk about how to get out of that awkward headspace and step into your on-camera confidence.  

1. Arrive prepared with a clear goal in mind

You’re making videos for a reason — so make sure the ‘why’ is clear to you and your audience. Before you hit record, have a clear understanding of the goal of your video. Is it to make an announcement? Communicate a new offer? Just check-in with your followers? It sounds basic, but a clear goal for every video will keep you on track.  

2. Write an outline, not a script

While a script might seem like a good idea, it can often work against you. Scripts can feel robotic and shatter your confidence every time you miss a specific word. Save yourself the frustration!

Instead, write down your main ideas in point form. Once you’re in front of the camera, speak to each point, and move onto the next. You know your stuff, and this more natural way of speaking will ensure that’s clear to the audience. 

3. Show up feeling put together and confident

What makes you feel your best? Steaming your button-up? Putting on lip gloss? Styling your hair? Whatever it is, do it! How you present while filming is completely in your control.  Knowing you look and feel good will be one less thing to worry about when you hit the Record button.

4. Get your nervous energy out

Nervous energy is completely normal in front of the camera. It may sound silly, but you can physically shake those jitters out. Here’s our go-to: plant your feet hip-width apart and shake your whole body until you feel more settled. And don’t forget to breathe! There are a ton of different breathing techniques that instantly calm your body.

5. Physically ground yourself

Speaking of planting your feet, this is another way to ground your body during filming. Plant those feet with your weight equally distributed and sit in your full power. Not only will this avoid awkward shifting, but it’ll portray your confidence in a physical way that’s obvious on camera.

6. Keep eye contact

Think of the camera like a member of your audience. Look directly into the lens and make eye contact in the same way that you would in person. Because after all, there’s always a real person on the other end of the video.

7. Speak slowly, clearly, and with authority

We have a tendency to rush when we’re nervous, so speak slow and clear enough for the audio to pick up your words. This will avoid playing an unwanted game of Telephone with the audience.

8. Start talking with non-scripted dialogue

Another great way to get those jitters out! Speak straight to camera about something you never intend to post. You can talk about anything at all! Like what you had for breakfast that morning, or the plot of that new awesome Netflix show. Do this during the first few moments of filming get into a more natural groove.

9. Mistakes are A-OK

You’re going to make some mistakes along the way. It’s inevitable and more than okay. So don’t beat yourself up for stumbling over your words or saying the wrong thing. Those subtle blips are what humanize you and make you relatable. And the great thing about video is that YOU have control over the final product. If you really messed something up, just cut it out. No sweat.

10.  Speak to ONE person

This is a big one for engagement. Use the word YOU in the first 5 seconds: you, your, or yourself. These variations of the word hold a ton of power and can increase your engagement by 68%.  Yup, you read that right. Remember, there’s often only one person on the other end of your video — so speak to them as they are, in that live moment.

11.  Cut to the chase

We don’t mean you should skip the basics. You should always give a quick intro and let your audience know what they’ll get out of your video. But once you’ve covered those bases, jump right into the bulk of it. No one wants to sit through a long video for just a few minutes of actual value-adding content.  

12.  Don’t be condescending

The people who watch your videos are probably there trying to learn something from you. Avoid hitting them with these types of sentences:  

  • Do you get it?
  • Does that make sense?

While it’s definitely not your intention to come across in a condescending way, phrases like that imply your audience isn’t keeping up — even if they are. We want to make them feel like it’s okay that they’re not well-versed on what you’re teaching… because it is. That’s why you’re there to educate on your expertise.

Try these phrases instead:

  • Do you have any questions?
  • Do you have any feedback for me?
  • Did I leave out anything that you’re curious about?

We’re a firm believer in video over here at Broad World. Why? It’s grown our business, engagement, and the connection between us and our audience. We know it’s not easy at first, but getting comfortable on video is like working a muscle — you have to use it to see improvement. And remember, your audience is there for a reason. They want to connect, and they’re on your side.

You can and will feel confident on video. Get started TODAY — right where you are.

For more branding and marketing tips and tricks, visit the BW Biz Blog.

Save money and valuable time with a photoshoot shot list

A shot list is a critical part of any photoshoot — be it for social content, product shots for your site, lifestyle imagery, or any other visual campaign. A shot list outlines the who, what, where, when, and why of your shoot to keep you on track with your time and budget.

If you forego the shot list, you’ll end up getting back to the office with photos that don’t fit where you need them, aren’t aligned, are all the same — or worse, missing altogether.

Here’s our quick breakdown of how to nail a shot list, save yourself time during shooting, and getting the most images you can use out of each photoshoot.

Don’t feel like reading? Watch the video!

Highlight your business goals

Marketing rule numero uno: always, always, always understand why you’re doing each initiative. Go into your photoshoot with your goals not just in mind, but written down too. Make sure they’re clearly communicated to the whole team so the vision is clear, questions are asked, and you’re all fighting the same battle.

Two questions will help you identify those goals. One: Where will these photos be placed? Two: What actions do you want people to take when they see them?

Refer to your content calendar

Your content calendar can help you guide your shots. Take stock of upcoming dates of importance, product launches, and the pieces of content you’re creating.

Note: Capturing some evergreen shots is always great, too. Don’t shy away from taking a few shots you save for a slow week, generic marketing materials, or times you need a solid, branded image.

Break down your important categories

These are the big categories that will structure the order in which you shoot. Maybe you have a couple of different locations, maybe you have two rounds of models, maybe you need different equipment for the types of shots you need — highlight these time-consuming changes as the overarching pieces.

Break your categories into smaller parts

Break each larger category into smaller sections. If you have a model for one hour, break down which outfits they’ll be wearing when. If you have a bunch of product shots on one background, schedule those together before changing scenery.

The key here is to do the majority of the planning before you arrive into the mayhem of the day.

Think about where images will be used

I can’t tell you how many times I’ve kicked myself for getting too many vertical shots when I needed a horizontal one for a certain blog post or thumbnail. Each digital platform or print material requires different parameters for your images. Here are a few things to consider:

  • Orientation — landscape vs. portrait
  • Resolution — how high or low quality is best
  • Macro vs. micro shots — how zoomed in or zoomed out an image is
  • Backgrounds — for website product shots it’s important that you can remove the background

Break down realistic timelines

Now that you have your categories, subcategories, and types of images you need to check off the list, it’s time to build your timeframe. The beginning of a shoot always takes a little longer than you think to get rolling, and the end of a shoot always feels a little frantic.

Don’t do that to yourself. Marking the times along each section is a great way to make sure you’re staying on track and can set priorities if the wheels start to fall off.

Pro tip: like a budget, always inflate your times by 20-30% to allow for human error, wardrobe or equipment malfunctions, and general mishaps.

Note all necessary props

Since you’ve thought meticulously about each shot, you know what will help bring those images to life. Maybe it’s a picnic setup complete with a blanket, wine, cheese, and a bougie picnic basket. Or florals and/or crystals to enhance your product shots. Perhaps it’s accessories that bring your clothing to life.

Whatever it is, make a note for the shot it applies to so you don’t forget in the craziness.

Prepare everything beforehand

Props are great. We love props. They really help tell a brand’s story. However, make sure everything shows up to the shoot camera-ready.

  • Sneakers are clean
  • Inflatables are blown up
  • You’ve tested to make sure new items work
  • Clothing is steamed and hung
  • Accessories are in baggies and attached to the outfit they go with

This seems obvious, but I can’t tell you how many times I’ve seen accessories be missed, props didn’t work, or clothing looked like it had been pulled out of a dirty laundry basket.

Measure twice and cut once, friend.

Pack an on-set kit

Shit happens. Be a good boy scout and always be prepared. These are the go-tos in our kit:

  • scissors
  • thread and a needle
  • double-sided tape
  • safety pins
  • baby wipes
  • paper towel and soft rags
  • Windex
  • Tide-To-Go pens
  • water bottles

Remember, these are the fun days! Get all of the planning and organization out of the way before you arrive to set. A photoshoot shot list will give you the day-of brain capacity to manage people, products, a timeline, and the budget. And actually enjoy a creative day!

Creative strategy and organization aren’t for everyone, so this all might sound terrifying to you. If so, we’re here to help! Reach out to us for any of your branding and digital marketing needs. Let’s go for a coffee — on us!

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